Handlettering artist Alison Carmichael has applied her considerable skills to a new medium in an ad for charity The White Ribbon Alliance
Carmichael, who we profiled here, was asked to paint a message on the stomach of a pregnant model by agency Karmarama. It’s part of a campaign for The White Ribbon Alliance for Safe Motherhood which campaigns for more investment for healthcare for women in Africa.
Once Carmichael’s part was completed, the model was shot by Rankin for the final ad (bottom).
Project name: African Union maternal mortality campaign
Client: Betsy McCallon, Director, White Ribbon Alliance
Brief: Urge African leaders to invest in healthcare and cut maternal mortality
Creative Agency: Karmarama
Creative Directors: Sam Walker, Joe De Souza
Illustrator/Typographer: Alison Carmichael
Exposure: Print, Outdoor, PR
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